DiGiornio found itself in hot water after it tweeted a joke about
pizza using the hashtag, without knowing the meaning behind it.

The company quickly deleted the tweet and apologized several
times over, but the lesson here for all companies -- no matter
their size or influence -- is clear: Stay informed and pay
attention because context is key.

A million apologies. Did not read what the hashtag was about
before posting.

An infographic from 360 Public Relations lays out what companies
should do if they have to handle a social-media snafu, in
particular, common sense tips like letting people vent
their frustration and anger, and quickly and publicly
acknowledging your mistake.